“We think that many consumers are in search of more comfortable rest. Although the drink does have a relaxing effect, it must not be mistaken for a sleep inducer of any kind.” (image: KobizMedia/ Korea bizwire)
SEOUL, May 17 (Korea Bizwire) – The glory days of energy drinks weren’t going to last forever. They were once big among youngsters at weekend social gatherings, or with students surviving long nights during exam periods. But the fad has clearly faded.
Now, ironically, there is a new trend of beverages that apparently help you relax and sleep. And to no surprise, these drinks are called ‘anti-energy’ or ‘relax’ drinks.
The popularity of such drinks is fast growing.
JuMax Korea is a domestic importer of one of the new drinks, Slow Cow.
“We only used to release about 100 boxes per month. But recently the number jumped to 2,000,” said a JuMax official. “We’re short on inventory because of the sudden increase in demand.”
GS25, a convenience store franchise, also saw rise in sales of Slow Cow. Compared to total sales of Red Bull, sales of Slow Cow remained at just 3 percent until last month. The relative figure has now risen to 18 percent.
“We started selling Slow Cow in October 2014. But it was only recently that its sales drastically increased that we had to place additional orders,” said a GS25 official.
The sudden hike in its popularity resulted from fast-spreading rumors on social networking services.
Experts advise, however, that such drinks are no cure for insomnia, and that consumers should not be overly dependent.
“We think that many consumers are in search of more comfortable rest. Although the drink does have a relaxing effect, it must not be mistaken for a sleep inducer of any kind,” said an official from an import company.
By Kevin Lee (kevinlee@koreabizwire.com)
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